The page is designed to get you signed up for six months, paying now. The “most popular” banner and the clear signal of how much it costs (“$138 billed today”) draw the eye to that option. This is a great example of pricing page design. With just two simple elements, BarkBox can get customers signed up for at least six months and get that cash in advance.
We started this whole operation to serve the people who are just like us: nuts about dogs. We're "our dogs have more elaborate parties then we do" obsessed. We eat ramen noodles while our dogs dine on organic grass-fed beef. We are disappointed when our dogs don't follow us into the bathroom. Our families think it's cause for concern. But who cares about them? We're here for you and your dog. We've never met your dog, but we know we love them.